Labbrand successfully created 领英 [lĭng yīng], a Chinese brand name that matches the phonetics of LinkedIn, capturing the attention of the Chinese audience through its simplicity and creativity. This accomplishment of LinkedIn Chinese brand naming showcases the remarkable influence of brand naming and strategic brand localization, particularly when a brand venturing into the Chinese market.

Challenge

LinkedIn faced a significant challenge when it came to expanding its membership base in China. Despite being the world’s largest professional network, with over 300 million members spanning every Fortune 500 company and 200 countries, LinkedIn recognized the need for a more targeted approach to connect with the Chinese audience. To achieve this goal, the company tasked Labbrand with the critical mission of Chinese brand name creation, tailored to resonate with the unique cultural context and language of Chinese consumers.

Solution

The brand journey entailed three rounds of name creation, accompanied by thorough linguistic assessments in Mandarin and five major Chinese dialects.

Recognizing the intricate trademark challenges prevalent in the Chinese market, a legal evaluation was also conducted to verify the name’s availability for trademark registration. Ultimately, the chosen Chinese brand name, 领英 [lĭng yīng], was meticulously selected. This name ingeniously merges 领 [lĭng], meaning “to lead,” with 英 [yīng], signifying “elites.” This harmonious combination reflects key attributes synonymous with LinkedIn, encompassing leadership and excellence.

Upon subjecting the name to qualitative and quantitative testing, 领英 garnered substantial recognition and preference among Chinese consumers. Interestingly, the significance of “leading elite” in LinkedIn Chinese brand naming diverges from the global positioning of “connect everyone.” This divergence furnished invaluable market insights, spurring ideation within the LinkedIn brand team. Amidst a landscape teeming with local recruiting websites and grassroots social platforms, Chinese professionals were seeking a platform of international stature and authority.

Results

The selection of the name 领英, coupled with the insights it unveiled, established a robust cultural foundation. This foundation would guide LinkedIn’s strategic evolution as it further refined its positioning within the intricate landscape of the Chinese market.